Lubbock – the “Hub City”

Home to world-renowned artists, iconic musicians, a state-of-the-art theater, award-winning wineries, and a diverse selection of cuisine, Lubbock, Texas holds an unexpected find around every corner.

Today, we celebrate the genesis of Lubbock’s West Texas charm and way of life that is deeply rooted in the soil that grows 90% of all Texas wine grapes and nearly half of the nation’s cotton.

As you immerse yourself in the evolving culture of the “Hub City”, what you uncover may surprise you.

When making your way onto the Caprock, travelers are met with the wide-open plains of West Texas. Soon after, Lubbock, a dynamic city with a fascinating art scene, evolving culture, and several award-winning wineries, comes into view.

It’s where the Red Raiders of Texas Tech University play, supported by some of the rowdiest college sports fans you’ll find.

Lubbock is also the birthplace of legendary musicians and professional athletes. All of this is reflected in the diverse number of experiences that will leave any traveler captivated with the “Hub City” of Texas.


Like many destinations out west, Lubbock was settled by farmers and ranchers pushing into the region in search of fertile lands to cultivate. Although the community they built enjoyed modest growth, it didn’t become the commercial center of the region until the arrival of the Santa Fe Railroad in 1909. The establishment of Texas Tech University, known then as Texas Technical College, in 1923 set Lubbock on the course to develop into the vibrant and diverse metro that it is today.

The Legacy of Buddy Holly

In early 2021, The Buddy Holly Hall of Performing Arts and Sciences opened its doors to the public. With world-class venues, partnerships, and educational pursuits, this state-of-the-art theater is committed to its community. Here, locals believe the next Buddy Holly will be discovered.

As the birthplace of Buddy Holly, the legendary singer/songwriter who is widely considered to be one of the early pioneers of rock ‘n’ roll, his legacy lives on through the up-and-coming musicians who take center stage each night. 

Many local musicians can be heard performing at bars and venues throughout Lubbock’s bustling Depot Entertainment District, where you’ll encounter an astounding variety of places to eat, drink, and view Lubbock’s story up close.

Holly’s legacy is preserved at the Buddy Holly Center, a museum that features a rare collection of the iconic musician’s records, personal and promotional photos, letters, Fender Stratocaster guitar, and even his motorcycle! 


Texas High Plains Wine

The Texas High Plains AVA accounts for 90% of Texas wine grape production. Lubbock’s collection of award-winning wineries and annual wine festivals poses the region as a premier destination for a glass of vino. West Texas pours an assortment of varietals for any palate.


Visitors can tour and taste their way through a plethora of local wineries such as Llano Estacado Winery, which is the second oldest winery in Texas; McPherson Cellars, founded by Kim McPherson in honor of his late father – and the father of Texas Wine – Doc McPherson; and English Newsom Cellars, which boasts a true vine to bottle experience in the Hockley County location.

In early 2020, Burklee Hill Vineyards moved into the Historic Kress Building located downtown. This generational winery offers an expansive wine selection to pair with the in-house bistro featuring family recipes for lunch and dinner. 

High Plains Cuisine

Not only does the “Hub City” showcase a prosperous wine scene, but the cultured West Texas cuisine is as expansive as it is rich.

While here, visitors can experience a wide range of culinary art starting at Texas Monthly’s No. 8 Best Barbecue Spot in Texas, Evie Mae’s. Here, 700 pounds of meat is smoked nightly, preparing for the next day’s sell-out by 2 p.m. Each side and dessert is also gluten-free, encouraging every guest to sample each dish. What is a visit to Texas without a BBQ spread?

For a complete High Plains-inspired meal, make your reservations to The Nicolett, Lubbock’s newest high-end restaurant owned by the world-trained Chef Finn Walter. While there, guests will indulge in four courses featuring locally sourced ingredients prepared through a myriad of European techniques, to complete a meal worthy of five stars.

There is truly no other experience like this in Lubbock. Enjoy your meal in the renovated modern dining room, outside in the courtyard or under the string lights and succulents in the greenhouse. 

Lubbock also offers a diverse selection of cultural eats from across the country and around the world, beginning with Spanish tapas at La Diosa Cellars, which is known for the house Sangria; and Cocina de La Sirena, a hidden gem located in Cactus Alley. For a “Hub City” twist on a southern staple, visit Dirk’s for a plate of tender fried chicken, oysters, and traditional sides.


Where Art Comes to Life

Recognized as the first Cultural District designated by Texas, Lubbock celebrates the local art community. From world-class galleries like LHUCA to hands-on, walk-through studios like Charles Adams Studio Project, art lovers are welcome to peruse exhibits across the city.

On the first Friday of every month, downtown Lubbock, from the Art District to the Depot District, is filled with thousands of locals and visitors alike walking the art trail. From food trucks, galleries, and live music, the First Friday Art Trail is the perfect way to see the local art. 

On the Texas Tech University campus, the second-largest public art exhibit on a college campus showcases one of the Top 10 Public Art Collections in the Nation, recognized by Public Art Review magazine. See firsthand more than 100 pieces of art scattered throughout the campus. Guests can also view the tour on the new Art Cart! For more information, visit their website and downtown the ArtTrek mobile application today!

Where to Stay

Lubbock is home to over 6,400 hotel rooms across name-stay properties and boutique hotels alike.

In 2020, Lubbock’s newest luxury boutique hotel, the Cotton Court Hotel, opened. Designed to celebrate the city’s cultural history down to the smallest detail, take notice of the cotton exchange rates in the main lobby as well as the copper notes that bring in an industrial flare.


Not only does this new hotel pay homage to Lubbock’s origins, but the décor pays tribute to Buddy Holly throughout the property.

Each room is outfitted with carpeting that showcases an aerial view of Lubbock’s cotton fields, 100% cotton sheets, and a mid-century-modern aesthetic strategically brought in through appliances and furniture that offers a feeling of coming home. Step back into history at the Cotton Court and pay tribute to the roots that planted our great city. 


Between Lubbock Preston Smith International Airport and connection to five major highways, Lubbock is a centrally located city, making it easily accessible for travel of all types.

When getting to the city, Lubbock’s unique infrastructure makes getting around the city convenient, as the average commute is 15 minutes. Here, you will find Uber, Lyft, and rental car services available for all your needs.

However you choose to visit Lubbock, we hope you share your “Hub City” adventures with us using #LiveLoveLubbock!

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